PARIS — Inès de la Fressange, who came on a bicycle with her Coach purse anchored to the pannier rack with red bungee cords, was among the first to check out Alexandra Golovanoff’s new flagship boutique in Paris, which opened Monday.
A journalist turned designer with cheekbones and personal style to spare, Golovanoff launched her namesake brand in 2016 with two cashmere sweaters in five colors, and has slowly built it up to two boutiques, one on each bank of the French capital; an online store that ships worldwide, plus more than 30 wholesale partners, all multibrand boutiques.
The U.S. ranks as her second-biggest market, where key partners include The Webster in New York; Space 19 in Chicago; Capitol in Charlotte, N.C.; Canary in Dallas, and Serenella in Palm Beach, Fla.
She still manufactures her sweaters in Mauritius; still fusses over every minute detail of the fit, and has managed to carve out a solid niche in a market flooded with cashmere brands — some led by people way more famous than her.
“I think the colors are specific, and I have a very precise idea of style. It’s a mix of super Parisian and wearability,” she said matter-of-factly. “There is something cool, and I guess sophisticated because every detail counts.”
Golovanoff pulled back the double curtain of one of the fitting rooms to show off the very precise and flattering lighting, knowing that’s a linchpin moment: “It’s about how you feel when you wear it. You look in the mirror and something happens.”
Her bestseller remains her cropped crewneck, also available as a cardigan, but she’s gradually expanded her product range to include swimwear — Marilyn Monroe warming herself at the beach is a forever inspiration; T-shirts; tailoring, and now denim.
On Monday, she debuted a high-waisted pair of jeans with her new AG monogram, the A styled like the Eiffel Tower over the partial G, creating a matryoshka shape that winks to her Russian heritage, though she was born in Paris.
Known in fashion circles as a TV presenter — her show “La Mode, La Mode, La Mode” ran for 12 years on network Paris Première — Golovanoff now dedicates herself full-time to her fashion venture, conscripting her daughter Mila as chief of staff, and her architect sister Éléonore, whose agency Brio created the boutique, with its cozy atmosphere resembling the living room or library of an art collector.
Pierre Jeanneret desks and a wooden bookcase add a cozy feel to the boutique.
Courtesy of Alexandra Golovanoff
The 650-square-foot boutique, at 21 Rue du Mont-Thabor, boasts furniture by Pierre Jeanneret, paintings from Golovanoff’s personal collection, and lots of wood, her to-die-for material.
Golovanoff opened her first freestanding store in 2019 at 5 Rue de Varenne on the Left Bank of Paris, and now joins a just-off-the-beaten-path street with plenty of destinations, including eateries Maisie Café, Ferdi and Kinugawa, plus boutiques for The Row, Gianvito Rossi, Yohji Yamamoto and Stouls.
On Monday, Golovanoff set out café tables where cars usually park and served zesty juices from Maisie before hosting a lunch for editors at the nearby Costes hotel.
She described an organic approach to expansion for her privately owned firm; a strict never-on-sale policy, and a commitment to fine yarns and fabrics, sourced mostly from Loro Piana and LVMH’s Nona Source platform.
She credits a loyal clientele for her success: More than 70 percent of clients return, and many collect her sweaters, which retail for around 600 euros. Golovanoff said they often start with classic shades, and then experiment with yellows, greens and blush tones.
Having already logged collaborations with online retailer La Redoute, jeweler Dinh Van and beauty brand Violette_FR, she’s plotting another that will pop up this October at The Webster. Details are still under wraps.
The facade of the new Alexandra Golovanoff flagship in Paris.
Courtesy of Alexandra Golovanoff
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